marketing operations b2b marketing framework plan execute measure_1

The marketing operations profession is BOOMING. LinkedIn shows over 11,000 job openings for “marketing operations” roles, and the average salary for marketing operations managers is nearly $100,000.

It seems like just last year the role was solely about marketing automation and now it’s about so much more. Still though, it’s mostly centered around technologies related to marketing execution. To be fair, it is a big component of marketing operations job responsibilities.

Data warehouse bizible b2b marketing
Marketing attribution is more than a reporting methodology, it’s a step forward for marketers trying to make sense of big data sets. We’ve worked with hundreds of B2B marketing teams who had previously treated attribution as a “small data” problem—niche, nice to have, and not comprehensive—and it didn’t work. Key data was missing, the numbers didn’t add up, and as a result, the data was inactionable. Once marketers understand the sheer amount of data involved, it clicks. The light bulb goes off. Marketers need to know what’s working, and what isn’t, at both a comprehensive and a granular level—and that adds up to a lot of data. That’s why we’re excited to introduce Data Warehouse, the option to have the full firehose of data that Bizible can collect about how your prospects interact with you. Because of the sheer volume, there are innumerable benefits, use cases, and things to know, so we’ve put together the top five. Here is what you should know about Bizible Data Warehouse:
bizible and madison logic partnership

Today, Madison Logic announced a new partnership with Bizible. We’re excited to partner with this leading account-based marketing (ABM) execution platform, and we’ve already seen the value its driving for B2B marketers. Mutual customer PGi makes intelligent marketing investment decisions by using Bizible to attribute revenue to their Madison Logic efforts. This partnership represents the beginning of many exciting things for Bizible, namely:

cover image sales activity attribution announcement

We’re excited to announce the immediate availability of Activity Attribution in Bizible! With Activity Attribution, you can now track and measure the performance of your sales and CRM activity right alongside your marketing efforts.

Why are we excited for this? Because a company’s measurement process should be custom tailored to their unique go-to-market, sales cycle, and reporting preferences. We are seeing customers create touchpoints for everything from view-throughs to engagement with sales-enablement content. It comes down to what’s important in your sales cycle, and what do you want to measure and improve?

At Bizible we have an amazing BDR team and they should get the credit they deserve when we look at overall revenue performance at Bizible. Sales Activity Attribution helps us do this.

bizible-allocadia

Today, we announced our exciting new partnership with Allocadia, a fellow leader in the Marketing Performance Management space that focuses on marketing spend and investment management and planning.

You can find the details in the press release, but I wanted to take this space to wax enthusiastic about the deal.

Why are we so excited to partner with Allocadia? So glad you asked…

content marketing ROI and customer journey

Many B2B marketers tend to fall into a “publish and pray” strategy — publish content and pray that it actually does something.

The trouble is that this strategy doesn’t get results.

Even if, by some miracle, a blog post does convert a few customers, there’s no real way to repeat its success, because you won’t know what you did right to get those results.

The good news is that there are proven strategies out there that will get consistent (and trackable) conversions. Here are eight things you can do to make sure your content converts.

results

We’ve all heard the same tips over and over again: A/B test your main call-to-action buttons, optimize your forms, and test different landing pages. But this post reveals lesser-known optimization methods. 

Over the past year, we examined more than 150 B2B sites. We tracked their key metrics and analyzed which changes really impacted conversion rates.

We learned five lesser known optimization methods. In this post we share how to test each one.  

It’s 8:00 AM on Monday morning. An employee of yours sits at their desk drinking coffee and going through emails. They get curious about an eBook and the latest inbound campaign. 

They ask themselves, "We get three times as many leads from the XYZ eBook, but are those leads converting to Marketing Qualified Leads (MQLs)?”

If your employee has a question like this, how do they get the answer?

For many organizations getting an answer means filing a Jira ticket and a Salesforce Administrator may respond in two days. By then, that employee has moved on and they no longer care. Or worse, they never make the request.

In this latter scenario, the friction of making the request and waiting for the answer overrides their innate curiosity. The busier the team member, the less likely they are to scratch that itch.

If you’re a member of the leadership team at a B2B SaaS organization, you should be asking yourself:

Can our employees satisfy their curiosities in the time it takes to finish a cup of coffee?

If the answer is no, you’ll want to keep reading.

pipeline generated by channel marketing operations

At Bizible we love measuring marketing performance, despite how difficult it can be working with data. Building reliable datasets and running analyses take time and often comes with moments asking, “what exactly are we looking at?” 

Over the past few months, we’ve gathered some questions our customers are asking around measuring the business value of marketing. Through these questions, we’ve come up with three broad classes of B2B marketing metrics to help marketing operations focus on the best metrics to generate from their marketing data.

The three classes are:

  1. Customer journey metrics: Understanding the customer journey in terms of content preference and velocity 

  2. Go-to-market metrics: Understanding personas and the market you serve

  3. Growth metrics: Understanding how much business value and growth is generated by marketing

In this post, we’ll dive into each of these classes and provide examples of their associated metrics, and how to generate them using touchpoint data.